DigitalSignage Issue 17 by Alchemedia Publishing

Digital Place Solutions assists clients to unlock digital visualisation opportunities

“Partnering with Digital Place Solutions and NanoLumens exceeded our expectations on every measure” – Rachele Godridge, Eureka Funds Management – Indooroopilly Shopping Centre Large Format LED banner.

Digital Place Solutions provides Consulting, Sourcing and Supply services with a commercial imperative in mind; • Digital Strategy & Tactics – Develop/Evaluate/Execute • Digital Display Concept Development including Hardware, Content and Software • Technology Sourcing and Project Management through to Installation Digital Place Solutions also represents interior LED specialist NanoLumens Inc. NanoLumens creates innovative new generation LED displays in any desired size, shape, or curvature, backed by the industry’s only Six-Year, Zero Failure Parts Warranty.

Applying Business Sense, Delivering Commercial Outcomes

hello@digitalplacesolutions.com www.digitalplacesolutions.com

Award Winning HD Digital Signage

Robust, compact and powerful HD Digital Signage Player

SX410-044

The award-winning Digital Signage Players from SpinetiX let you unleash your creativity, converting ideas into presentations quickly and easily. Boasting simple connectivity, infinite scalability, and powerful software included; SpinetiX will have you communicating on a grand scale in no time. Quite simply, all you need is SpinetiX.

Editorial:

Supersized Signage

Story: Christopher Holder

cDonald’s has been in a worldwide funk. This isn’t some kinda closely guarded corporate secret, everyone knows it, including the new global CEO Steve Easterbrook who made this blunt assessment earlier this year: “Our recent performance has been poor,” he said. “The numbers don’t lie. Our business model is enduring, but no business or brand has a divine right to succeed.” The US operations has been assailed by perkier opposition such as Chipotle, and losing ground.

The situation is not so different in Australia where restaurants on the rise, such as Grill’d, are gnawing away at McDonald’s bottom line. Still, the fact is, Australian McDonald’s remains a global bright spot. Sales in the last year have still been growing rather than going backwards. Australia’s McDonald’s is known as an innovator, being brave with its McCafé rollout and our store designs make the US counterparts look stodgy and drab by comparison. Now, Australia is again showing the way with its innovative application of digital signage. BIG BITE

I mentioned in my story this issue how the McDonald’s digital signage roll out is akin to the Lassiter’s Reef for suppliers.

Anyone with even a passing interest in signage could see how going digital would work for the fast food giant — I mean, even if you had a digital menuboard whose only party trick was to change automatically after the breakfast menu times out; that’d be a total no-brainer.

there’s nothing expected about the McDonald’s digital rollout, it’s gone well beyond anything anyone could have imagined 4

Digital Place-Based Media & Technology

Interestingly, McDonald’s didn’t take the big digital leap for years. And when you consider the scale and the complexity of the deployment you can begin to appreciate why.

There are hundreds of outlets: Any deployment would need to be a fairly swift ‘one in, all in’ for fear of certain restaurants being poor cousins and not being immediately in the loop when it comes to special promotions. There’s no existing playbook: If you thought McDonald’s Australia could simply adopt a US template and run with it, you’d be wrong. The US has itself only just begun a digital menuboard rollout this year, a roll out that borrows heavily from the Australian experience.

CUT LUNCH

With the focus on the enormity of the undertaking, you’d forgive McDonald’s for tentatively dipping its digital toe in water. It makes sense to not jump in over your head. Replacing the traditional behind-the-counter menuboards is a huge operation in itself. But here’s the thing: there’s nothing expected about the McDonald’s digital rollout, it’s gone well beyond anything anyone could have imagined. Here’s where Create Your Taste enters, stage right. McDonald’s recognises that it’s having it lunch cut by ‘trendier’ burger and Mexican restaurants as well as other food court fare. Create Your Taste represents a very different McDonald’s, where you design your own burger that takes more time to cook, and is delivered by waitstaff to your table on a platter. Central to the whole transaction is the Create Your Taste kiosk… digital signage, in other words.

Create Your Taste is an Australian innovation. It’s being exported to the US now, where there are high hopes for it. Another object lesson lies in a quick inspection of the honour board of those involved. Heading up the push is McDonald’s Head of Digital, Mark Wheeler. Mark’s appointment recognises the roll out of digital wasn’t simply Marketing’s job, or IT’s responsibility or even the ‘Restaurant Solutions’ group, it was all three, and it would need someone who could talk the language of all three. What’s more, McDonald’s got its suppliers right. It retained Guihen Jones, which had many, many years of experience producing Macca’s printed material and was about as instinctively familiar with its DNA as anyone in the country, making the move to digital one of practicalities more than anything.

Coates Signco took it from there, providing the specialist hardware know-how along with getting the digital collateral to the right screen at the right time. FLIPPIN’ AMAZING

Oh, and one last thing… McDonald’s hired 5000 extra staff to ensure the rollout went smoothly. This is staff who are on the other side of the counter talking kiosk ‘newbs’ through the process. This strikes me as the smartest move of them all. In a world awash with thousands of unloved ‘dark’ screens — where digital signage networks have been installed and commissioned then left to fend for themselves — McDonald’s realises the investment can only succeed with ongoing support; support that flows from the top down. Christopher Holder, Editorial Director chris@dsmag.com.au

Thousands of data points visualised live on multiple 8K x 4K video walls

Physical product driven content triggers

Smart Billboard content with live vehicle model recognition

RELEASE 11

4 output player

12 output player

SMARTER CONNECTED DIGITAL

Base your visual communication network on TechMedia's world leading technologies and one of the most widely adopted platforms for digital advertising and content management in the industry.

• Cutting edge architecture • Advertising management • Multiple channels per player • Real time content rendering

• Scala as a service (SAAS) • Manage from any smart device • Integrate with any data source • Internet of Things (IoT)

www.techmedia.com.au

• Multiple Media Player options • Template based content creation • Audience measurement integration • 4K & 8K Media playback capable

Time to switch...

Limitless variations 4K UHD Hybrid Modular Design 12.8 Gbit/sec data rate Instant Switching

(02) 9476 8850 â&#x20AC;˘ www.lightware.com.au

Visit us at Integrate 2015 booth #E40

Complete 4K range shipping since 2013 6

Digital Place-Based Media & Technology

Advertising Office: (02) 9986 1188 PO Box 6216, Frenchs Forest, NSW 2086

CONTENTS ISSUE 17 2015

Editorial Office: (03) 5331 4949 PO Box 295, Ballarat, VIC 3353

Editorial Director: Christopher Holder (chris@dsmag.com.au) Publisher: Philip Spencer (philip@dsmag.com.au) Art Director: Dominic Carey (dominic@alchemedia.com.au)

Graphic Design: Daniel Howard (daniel@alchemedia.com.au) Contributing Editor: Graeme Hague (news@dsmag.com.au) Accounts: Jaedd Asthana (jaedd@alchemedia.com.au) Circulation Manager: Mim Mulcahy (subscriptions@dsmag.com.au)

alchemedia publishing pty ltd (ABN: 34 074 431 628) PO Box 6216, Frenchs Forest, NSW 2086 info@alchemedia.com.au All material in this magazine is copyright © 2014 Alchemedia Publishing Pty Ltd. The title AV is a registered Trademark. Apart from any fair dealing permitted under the Copyright Act, no part may be reproduced by any process without written permission. The publishers believe all information supplied in this magazine to be correct at the time of publication. They are not in a position to make a guarantee to this effect and accept no liability in the event of any information proving inaccurate. After investigation and to the best of our knowledge and belief, prices, addresses and phone numbers were up to date at the time of publication. It is not possible for the publishers to ensure that advertisements appearing in this publication comply with the Trade Practices Act, 1974. The responsibility is on the person, company or advertising agency submitting or directing the advertisement for publication. The publishers cannot be held responsible for any errors or omissions, although every endeavour has been made to ensure complete accuracy. 3/9/15

FEATURE STORY 8 Taste of Things to Come: McDonald’s Create Your Taste Digital Rollout COLUMNS 12 Lyle Bunn, Opportunity Cost Tipping Point COMMENT 18 Display Trends 34 Mug Punter

IN ACTION 14 Indooroopilly Shopping Centre 16 ePaper Sydney Street Signage 20 MCG Parapet Signage 22 Central Sydney, Video Wall 24 Bourke St Digital Billboard 26 HSBC Building, Hong Kong REFERENCE 30 Who’s Who Company Profiles

Digital Place-Based Media & Technology

Taste of Things to Come Create Your Taste is the headline, but McDonald’s use of digital is far reaching. Interview: Christopher Holder

he rumours have been there since the beginning. As editor of DigitalSignage, since Issue 1 I’d heard rumblings regarding McDonald’s digitising all its menuboards. For signage suppliers, it was the Lassiter’s Reef of digital signage jobs — the fabled McDonald’s account. Curiously, as the years rolled by, the big switch to digital menuboards never materialised and I wondered why. After all, it seemed an obvious move. A big move, granted, but an obvious one. 2015 has finally seen the switch. And it’s bigger and far more disruptive to the QSR (quick service restaurant) sector than we could possibly have imagined. What the market didn’t see coming was Create Your Taste: a build-your-own-burger offering, based on a self-service kiosk, and table service.

Create Your Taste has been the Trojan horse (or Angus beef cow perhaps) for full digital infiltration into McDonald’s restaurants. With all the attention on the 30 ingredients and the ‘un-McDonald’s-ness’ of the infinite choice and table service, the big burger chain has subtly introduced a whole raft of digital. spoke to McDonald’s Head of Digital, Mark Wheeler. DigitalSignage

CHIEF EXPERIENCE OFFICER

DigitalSignage: How would you describe your job Mark?

Mark Wheeler: As Head of Digital it’s my job to transform the customer experience through the use of technology. To achieve that I partner with our marketing team, IT department, and restaurants solutions group. My focus is on delivering greater levels of convenience — taking convenience to the next level.

The second part of my job is around engagement — leveraging digital to engage customers: whether that be through traditional marketing or social media or content or restaurant content. And that’s got to be fun. We’re a brand that has fun and playfulness at its heart. To bring convenience and engagement we need connection. McDonald’s is already one of the most

Digital Place-Based Media & Technology

More choices, more control: the customer controls how they want to experience McDonald’s rather than us controlling how they experience McDonald’s.

Static menuboards (left) are replaced by five-wide digital menuboards comprising 46-inch NEC panels with Intel NUC media players running the Switchboard CMS. McDonald’s worked with Coates Signco to perfect the bespoke Create Your Taste kiosks (above).

connected brands, but we’re ramping that up; taking our connection with customers up another level. DigitalSignage: What does that mean practically?

Mark Wheeler: Connecting with customers is about being relevant, being contextual, being hyper-local; really having a dialogue with customers through digital. It’s also about understanding our customers better and delivering content that is tailored to them, delivering an experience that’s tailored to them, and as a result an experience they feel in control of. That makes for a better experience and ultimately that will deliver greater sales and greater brand preference over our market competitors. LESS SHOUTY

DigitalSignage: What’s the ideal customer journey look like? What are the touchpoints along the way to that first bite of a burger?

Mark Wheeler: To answer that question I’ll remind you what the old journey was like, a journey with very few visual touchpoints: The customer would walk into the restaurant; there may be a TV screen with some content playing; they then approach the front counter, where you would find a traditional tri-board — a three-panel menuboard showing the food menu and our merchandise menu. They would then order and pay cash. They would then go to a pickup point;

grab their meal, sit down and enjoy their burger.

What we’re doing at an accelerated pace is really transforming that experience. We want a customer to walk into the restaurant, where there’s now self-ordering kiosks, so they don’t have to approach the front counter to order their meal. In fact, now they can create their own burger through a self-ordering kiosk with a software solution at its heart. They can then take a ‘puck’ (or table locator), wait for table service and avoid the front counter entirely if they choose. It’s a completely different service model for McDonald’s. DigitalSignage: But digital extends beyond the kiosk?

Mark Wheeler: Sure. For those using the front counter, we’ve digitised the merchandising boards. There will be five, six, or seven displays, depending on the configuration of the restaurant. There’s animated content, and a more relevant menu because we are able to deliver a content strategy tailored to the day part, and have more day parts. DigitalSignage: Are we talking about more than switching the board around after the brekky menu curfew hits?

Mark Wheeler: Yes. One of the restrictions we’ve had with the old tri-boards, is being forced into a threeday-part strategy. With digital, we’re able to adopt a seven-day-part strategy and be more relevant at certain day-parts, eg. we might schedule different products in the

Digital Place-Based Media & Technology

TOOLED UP MARKETING PARTNERS GuihenJones has been a marketing partner of McDonald’s for more than 25 years. And for 25-plus years it has been designing, developing and distributing its printed material to more than 1000 restaurants across Australia and New Zealand. Suffice it to say, GuihenJones has been on a voyage of discovery as much as the client. To its credit GuihenJones has tooled up and met the challenge. It now has integrated technical and creative teams that provide full content scheduling, streaming and monitoring of McDonald’s digital estates, ensuring the correct messages are seen in the right restaurants at the right times. GuihenJones’ advice for those moving into digital?: Talk to an expert; don’t try and design your messaging yourself; don’t underestimate the importance of message scheduling and delivery; do set aside a budget, don’t try to say everything just because you can; do keep your message current and relevant; don’t bore your customer, engage; do have fun with it and don’t give up if it doesn’t work instantly. GuihenJones: (02) 9431 1400 or guihenjones.com.au

morning snacking period; different to lunch, dinner, or afternoon snacking.

that experience via their smartphone.

DigitalSignage: I’ve noticed you have an additional display in the restaurants for messaging other than the menu?

Mark Wheeler: I think that goes back to putting the customer in control — if the customer feels in control then they don’t feel shouted at.

HYPER LOCAL

Mark Wheeler: We have what we call the Community Screen. Our licensees do a lot of work with the local community and this screen allows them to push local messages. It allows the licensee to upload content to that screen: the local footy team news, local charity information… and that can interchange with a national promotion as well. So that’s a new screen and new touchpoint postpurchase for the customer to get some insight into what’s happening at a local restaurant level. And the other piece we’re working on is a television in-restaurant. At the moment we have TVs, but we’re resetting the content strategy for that. We’re well aware that it’s these other screens in the restaurant that allow for more real-time, more relevant, more contextual, more hyper-local visual touchpoints. NEXT LEVEL MOBILE

DigitalSignage: How does mobile fit into the strategy?

Mark Wheeler: Ordering via mobile takes it to the next level. You avoid the kiosk, the front counter — just sit down at the table and order. We’re really putting the customer in control of their experience and they can fully customising 10

Digital Place-Based Media & Technology

DigitalSignage: How do you walk the line of greater engagement without being obtrusive?

Interestingly, with our new Create Your Taste platform, the customer has to wait longer for that burger because it’s fresh off the grill cooked to order. As a result, there is more down time and dwell time, so we need to be careful and selective about our messaging in that time. In fact, the experience we’re creating isn’t about shouting at the customer at all. We’re removing a lot of our traditional merchandising — posters, decals, flags and bunting — and allowing room for much more of a restaurant experience. Of course, in that downtime people will pull out their phone, which is why we’re installing super fast, free wi-fi. DigitalSignage: And it’s the free wi-fi that allows you to introduce your mobile strategy? Mark Wheeler: Right. And the whole content strategy around mobile is about providing additional functions and features, and introducing added benefits to using the mobile ordering platform.

DigitalSignage: Which takes us back to the customer having a greater degree of control over their Macca’s experience. Mark Wheeler: Exactly. More choices, more control: the customer controls how they want to

QUALITY INGREDIENTS: HARDWARE & SOFTWARE Coates Signco is the hardware and CMS hero of the McDonald’s digital deployment. Coates Signco took care of the endto-end development, manufacture and implementation of the digital elements, such as the kiosks and the digital menuboards. This was a monumental task, where Coates Signco worked with McDonald’s management, understanding the functional and technical requirements, especially with the 3500 game-changing kiosks, which it designed, prototyped and ultimately manufactured. Coates Signco then managed the installation of the hardware over a fourmonth period. The screens’ content is managed by the Coates Signco CMS, Switchboard, which has been developed with the retail sector in mind to serve content to any internetenabled device. Switchboard is a web-based CMS that allows for centralised changes across the whole network as well as the localised content tweaks that appear on the restaurants’ digital menuboards, McCafe screen and Community screen. Being web-based, you can consider every screen to be much like a micro website which is customised and takes localised data to shape the menu — whether that’s pricing, a weather feed, the demographic profile of the restaurant or even transactionlevel data that can be ingested into Switchboard and dynamically change the content... all in HTML.

experience McDonald’s rather than us controlling how they experience McDonald’s. DigitalSignage: What have you learned about how people interact with the kiosks?

Mark Wheeler: We’re constantly analysing, evolving, adapting and optimising the kiosk interface. One of the key things we have done is hire about 15,000 more staff into the McDonald’s workforce to be in front of the counter, to host and help the customer through the kiosk experience. That first experience with any digital interface is crucial, and some customers need a little more help than others. TO MY TASTE

DigitalSignage: People are slowly becoming accustomed to self serve — banks have been doing for decades.

Mark Wheeler: You’re right. The supermarket sector is the other big one. Funnily enough we tried self service about seven years ago, but I think it was too soon for the market. We’re coming in now where other sectors and other categories have driven that type of behaviour and our customers are reacting very positively. DigitalSignage: What I find interesting is you’ve introduced two huge new concepts at the same time: self service and Create Your Taste. It must have been tempting to think, ‘hey, maybe just self service is a big enough thing for people to get their heads around’ without introducing a whole new customisable burger menu.

The digital menuboard screens are all NEC commercial panels. Each restaurant refit is designed to accommodate five 46-inch panels behind the counter, but where space is limited the screen size drops to 40 inches to maintain the format. Each screen has an Intel NUC mini PC acting as the media player — loaded with Switchboard, downloading content and playing back that content at the ordained time. The marketing agency, Guihen Jones, has direct access to Switchboard in its offices in Crows Nest, which gives them confidence that the content is appearing correctly. Coates Signco is transparent at this point, allowing marketing and McDonald’s to get on with the task of branding and selling, while providing software support 24/7 and training as required. Clearly this is a huge account for Coates Signco and COO Henry Mowat, and despite the size of the deployment, it’s really only the beginning: “We’re working on the capability to give McDonald’s a single platform for content management across all applications. That’s the objective — a single CMS for its website, kiosks, digital menuboards, and mobile platforms.” Coates Signco: (02) 9699 3122 or www.coatessignco.com.au NEC: 131 632 or www.nec.com.au Intel: (02) 9937 5800 or www.intel.com

Mark Wheeler: I take your point, but Create Your Taste married to the kiosks taps into the personalisation of the experience for customers. Plus, Create Your Taste is a compelling reason for customers to give the kiosks a try. And finally, introducing Create Your Taste from behind the counter would have been a nightmare — can you imagine the situation where the crew member is trying to explain the order? It would have been very challenging to get that right. MACCA’S DELIVERED?

DigitalSignage: Any grand plans for drive-thru?

Mark Wheeler: We will look at that over the course of the next six to 12 months. We will look at digitising the menuboards and look at how mobile unlocks drive-thru — being able to order a customised burger from drive-thru is an opportunity the customer will want. And home delivery — the ability to create your own burger and have that delivered is something we need to consider. It takes us to that next level of hyper convenience over and above somebody coming into our restaurants or going through our drive-thru. But for now, we’ve transformed the restaurant experience and we want customers to come in and enjoy being in the restaurant; having that table service, having that modern experience — we want them to experience McDonald’s that way first then over time we can then give them the experience in different ways. 

Digital Place-Based Media & Technology

Analysis:

Opportunity Cost Tipping Point Lyle Bunn is an independent analyst, advisor and educator providing digital place-based media subject matter expertise to end user and providers. He has published more than 300 articles, whitepapers and ‘how to’ guides and trained over 10,000 professionals. See www.LyleBunn.com for more information and downloadable resources.

Story: Lyle Bunn

The InfoComm15 exhibition in June reflected a new reality: whether it is patron, shopper, traveller, staff or student communications, the opportunity cost of not using digital signage is outpacing its technology and operational costs. In other words, not using digital signage is costing more than its application.

This reflects a new tipping point. This ‘opportunity cost’ tipping point has been brought about by improved price/performance of the medium and the ways that it is being applied to address a vast range of communications needs — admittedly, it’s hardly new news to informed end users that the ability to brand, influence and improve the ambience and vitality of an environment can be achieved simultaneously though appropriate use of dynamic digital place-based messaging and engagement. Three realities underpin the ongoing acceleration of digital signage use: investment, processes and technologies are all advancing. INVESTMENT

Better integration into the environment and into engagement scenarios is driving the installation of 2 million new flat panel displays annually in North America. ‘Visual’ is acknowledged as our new language, and organisations not using digital signage are seen as old and outdated. Millennials, digital natives and progressive adults expect modern, innovative communications approaches.

‘Owned’ media in the Paid‐Owned‐Earned media model is experiencing high growth because it offers brand control and attributable Return on Investment (ROI).

‘Cause and Effect’ are the core value proposition of place‐based digital signage. Tangible, measurable ROI are well proven from the use of the medium, and even less tangible Return on Objectives (ROO), which assigns value to benefits not easily measured, or not worth the investment to assign value, make the investment decision easier than ever. Investment improvement is realised as communications objectives are clarified and expanded to reflect the inherent capabilities of the medium. PROCESSES ADVANCING

Digital signage is focused on achieving objectives and manifestations of it are appearing in every branch/store of future designs. Delivering relevant messages to targeted audiences in well-defined dayparts are incrementally improving. If digital signage projects were people, the good

Digital Place-Based Media & Technology

news is that the mortuary and cemeteries would not be very busy. Rarely do projects die and when their demise does occur, the causes are typically obvious and acute, much like a car being T‐boned by a train. The ‘train’ is always the same question, “How does this investment benefit us?” Its answer represents a fork in the road toward increased or decreased investment. What we do see in digital signage projects are akin to chronic care living where assistance and attention are needed to meet basic life functions. Quality of life is poor and most actions are a struggle. Many digital signage installations still lack vitality and exhibit little excitement in their messaging or for the brand. They are just getting by — existing on the minimal care provided. Some displays are dark; content is stale, irrelevant or boring, and the displays, as a communications device, are at times not appearing to be part of the multi‐channel or omni-channel experience. Such installations are the living dead or the walking wounded, making their way to that fork in the road.

So how can this story end well? Just as human beings get onto a nutritional exercise and social regime that increases quality of life, digital signage must create the answer to the question, “How does this investment benefit us?” And the obvious follow up question, “How do we generate more value?

An objective review of processes and outcomes along with a revisiting of objectives can be undertaken with external, objective expertise, the great value of which is fresh eyes and the bringing of perspectives from other projects at a range of stages. TECHNOLOGY

The gap between consumer and commercial grade pricing of technologies is narrowing. Shipments of ultra-thin bezel displays are up 31% in 2015 to 558,000 units according to research provider HST. This is especially good news for video wall applications. A 2014 survey of end users by DigitalSignageToday.com indicated that about 50% of displays deployed are designated as consumer grade. In making its 22 announcements during InfoComm15, LG Electronics indicated that this percentage might be much higher.

The threshold of the $250 media player/embedded software was announced at InfoComm by several well‐known providers. Several are now including player health monitoring in their offering. A welcome improvement where problems at the tier 1 and 2 levels can often be resolved before a site visit is required.

The supply chain for technologies is expanding. As AV‐IT integrators added significant industry supply capability starting in about 2005-6, and static sign and digital graphics providers added digital signage to their offerings starting in 2008‐9. More recently the providers of security products have started to embrace digital signage offerings. Distributors continue to expand their line card including ADI Global, a Honeywell company that is the largest security technology distributor in North America. ACTION PLAN

So what is the action plan in moving forward? System objectives and goals must be constantly updated and refined. The ‘walking wounded’ of digital signage are a huge opportunity for increased value. Just as during home renovation, the homeowner is well advised to call upon expertise in electrical, plumbing and carpentry, so it is with digital signage, that last 25% of the effort by subject matter experts can take the project to whole new levels. Such objective expertise is available. Yes, the product provider will declare that “anyone can do it”, but the difficult or dangerous parts are best provided by specialist capability.

Defining objectives, deciding on the content required to achieve those objectives and then determining what technology infrastructure will most cost effectively present the content to achieve the objectives is the key formula. Audiovisual and technology integrators must refresh their awareness of technology products, since these have advanced considerably since their initial determination of what they will offer. The addition of new points of supply to end users, including security system, point-of-sale systems and architects is expanding sourcing options, which compels every provider to be at their best or suffer higher costs of business development.

Since the ‘play’ is viewer engagement, end users are compelled to use analytics for process (ie. content) improvement and to better integrate the use of real‐time or near real‐time data visualisation. The growing mountain of operational data presents the potential for even better viewer targeting and the achievement of intended or possible outcomes. InfoComm15 was a high watermark for digital signage, and like other conference and trade show events points to how digital signage is evolving. The opportunity cost now exceeds the cost of the medium. 

High Lumen Projectors

Designed for Exceptional Performance Epson G, Z and 4000 Series Installation Projectors are powerful performers in virtually all venues including lecture halls, bars & restaurants, houses of worship and more. These projectors utilise advanced display technology such as Edge Blending, 360 degree and corner projection and short throw lenses for flexibility. Features include: • 10,000 lumens and WUXGA resolution for bright, colourful, brilliant images • 24/7 operation for continuous and reliable use for almost any application • Versatile connectivity including HDBaseT • Easy integration with Crestron, AMX and Extron compatibility For more information vistit www.epson.com.au/installation *Compared to leading 1-chip DLP business and education projectors based on NPD data, July 2011 through June 2012. Colour brightness (colour light output) measured in accordance with IDMS 15.4. Colour brightness will vary depending on usage conditions.

Digital Place-Based Media & Technology

Digital Indooroopilly Shopping centre goes large with NanoLumens

In Action

Digital Place solutions: 0412 339 489 or digitalplacesolutions.com NanoLumens: www.nanolumens.com Eureka Funds Management: www.eurekafm.com.au

Digital Place-Based Media & Technology

A three-storey high open space situated in the busiest part of the largest shopping mall in the western suburbs of Brisbane might be called an ‘atrium’ by some people, but the team at Eureka Funds Management, owner of the Indooroopilly Shopping Centre, understood the space could become a revenue-generating 21st century advertising dynamo. Eureka Funds Management partnered with NanoLumens to give the project legs. “The Indooroopilly Shopping Centre has recently undergone a major renovation,” explained Rachele Godridge, Asset Manager at Eureka Funds Management. “As a result, it is now the largest shopping centre in the western suburbs of Brisbane and houses David Jones, Myer, Target, Kmart, Coles, Woolworths, Queensland’s first H&M store, and a selection of international and Australian designers. Leading fashion brands include Armani Collezioni, Ted Baker, Hugo Boss, Brooks Brothers, Carla Zampatti, Scanlan Theodore, Sass & Bide, Zimmermann, and Camilla. It is definitely the destination to go to for shoppers in the region.”

PATH TO PURCHASE Godridge and her mall management team at Indooroopilly Business Partnerships (IBP) understood the revenue generating potential of a large state-of-the-art visualisation solution that could be hung in the centre of the three-storey atrium. IBP’s mission is to create exciting opportunities for the centre’s retail partners to communicate their sales message in ways that generate immediate feedback. The team strives to provide its partners with advertising and

marketing programs that influence, as Godridge puts is “interrupts the customer’s journey on the path to purchase”. “The design of the Indooroopilly Shopping Centre runs along straight lines, which means that the right visualisation solution can be seen from virtually every angle of approach by every shopper in the mall,” Godridge explained. “We worked with Digital Place Solutions to create a design that would absolutely galvanise the attention of shoppers, thus providing us with an advertising medium that would help our retail partners to communicate directly with their customers, no matter where they were in the mall.” Eureka Funds Management owns the technology but has decided to partner with oOh! Media to manage the screen rather than bringing the media sales in house. The likes of Westfield, where the economies of scale come into play, owns and manages its equivalent big screens, but Rachel Godridge hasn’t seen any disadvantages from not having total control over the content: “The screen content rotates fives times a minute and we have one of those positions in five for our own in-house marketing. That works well for us. We have the capacity to take over the screen if so desired. If a new retail brand comes on board we can offer them that, and it’s an attractive option for a big brand with the marketing budget.”

SHOW STOPPER As the principles of one of Australia’s leading digital display and place based media consultancy, Stephen Rubie and Gerry Thorley from Digital Place Solutions were able to help the

centre stand out from the crowd of traditional ‘digital signage’. “The NanoLumens solution is an absolute show-stopper,” Rubie emphasised. “The IBP team was challenged with a large atrium space and a very limited weight capacity loading in the ceiling to hang a display. The NanoLumens visualisation solution provides the perfect mix of high resolution, high impact LED display with a very light weight and ultra-slim profile to meet the aesthetic objectives of the mall. “The attributes of the NanoLumens solution made it possible for the mall to select an appropriately sized display for the atrium without requiring any structural support works to be carried out in the ceiling,” Rubie explained. The installation process was made simple with the display being partially fabricated in sections on the floor of the mall with each piece lifted into place with a portable mini crane. The display was complete inside three days and was raised to its final suspension system 14m above the floor using the crane. The slim line display and low profile suspension rigging provide the visual appearance of an elegant image floating in the atrium space.” In fact, the 6mm pixel pitch double-sided digital banner measures 7m (H) x 4m (W) and is only 160mm thick and weighs less than 1700kg and draws less than 70 amps in power consumption. 

Digital Place-Based Media & Technology

Sign of the Times ePaper streets signs parked in Sydney

In Action

Visionect: www.visionect.com

Before we hop into a waiting driverless Google car for our commute, there’s still plenty of room for improvement in the daily trip to the salt mines. To improve the driving experience, apps are already announcing traffic updates and suggesting alternative, congestion-free routes to drivers, with some electronic road signs functioning in a similar way. To improve daily transit and simplify road sign deployment, the Australian Road & Maritime Services (RMS) has installed e-paper traffic signs on Sydney roads, representing the first time that electronic ink, a technology best known from e-book readers and smart watches, has been used in traffic signage. The technology comes from Slovenian digital signage company Visionect and will significantly help cut the costs of changing road signs to reflect upcoming events. The e-ink displays look much like the screen on a Kindle, and have the advantage of being easy to read in bright sunlight. The devices are also powered via solar panels, so are self-contained and low-cost to run. Messages to the screen can be updated

Digital Place-Based Media & Technology

remotely via smartphone or PC, and opens up traffic management to the Internet of Things (IOT) world. Rok Zalar, Visionect’s head of product development, explains how it works: “The hardware components are managed by server software programmed to ‘wake up’ the sign for certain pre-scheduled windows of time when the content on the sign will be changed using 3G technology. Outside of the ‘waking’ time, the traffic signs use no power.” In addition to saving energy, the fully customisable e-traffic signs help cities save on temporary road sign placement. It has been reported, for example, that the city Los Angeles puts up 558,000 temporary parking restrictions signs every year at a cost of $9.5 million. To further optimise and protect the electronic traffic signs, detection of location coordinates and tamper attempts has been developed, enabling road services to react quickly should any of the signs be damaged for whatever reason. For better night-time visibility, the signs’ front panel light is triggered when it gets too dark for drivers to be able to read the signs. 

Connect. Engage. Deliver.

Connect your brand to 5 million sports fans.

www.oamm.com.au

Digital Place-Based Media & Technology

Panel Discussion What is consumer land’s impact on signage display tech?

In Action

Story: Andrew MacColl

InfoComm 2015: the annual AV must-see event, where industry pros can indulge their barely concealed inner geek. While it’s an exhibition attracting over 39,000 visitors and almost 1000 exhibitors, InfoComm kicks off days before punters are allowed onto the show floor. Hundreds of seminars, training sessions, professional qualification exams and interest group meetings are going on, one of which particularly piqued my interest – the annual Future Trends session — where I joined 350 other AV fanboys/girls for some crystal-ball gazing. Before we get into some prognostication, you have to spare a thought for the poor convention centre AV staffers at an event like this. They are locked in a room with the industry’s elite from all corners of the globe, ready to pounce on the merest sniff of an AV snafu. And, to make matters worse, one of the projectors had been flickering on and off all morning! Just to rub salt in the wound, every presenter mentioned it… at length! Some days the surround of the operator’s booth is just not high enough to hide behind!

WHAT RES IS THAT CRYSTAL BALL? The Future Trends session began with a whirlwind review by Peter Putman of Kramer Electronics of recent consumer shows cheekily entitled ‘No Country for Old Electronics’. The AV trend he identified was all about 4K. For those of you who have not visited a Harvey Lee JB Retra-Hi-Fi retail outlet recently, 4K refers to the pixel count of Ultra HD. For those of you who thought your boring HD or Full HD or 2K is good 18

Digital Place-Based Media & Technology

enough, think again. It’s so yesterday’s news folks! The good news is the prices of the consumer tech continues to plummet. In the US currently, a 55-inch 2K LED TV will sell for under US$400. A 65-inch UHD from LG will go for under US$1000. Samsung retains about 38% of this market and Chinese manufacturers (watch this space) already hold 15%. The cost of manufacturing 4K panels is only a little more expensive than 2K so it seems inevitable that 2K panels will be entirely superseded before too long, going the way of CRT and SD tellies. And if that isn’t all too fast for you, 8K resolution is very much a reality. ‘Where’s the content for these displays coming from?’ I hear you ask. ‘It’s enough to get a 720P broadcast of the football,’ I hear you say. Pah! Detail.

MORE PANEL MOVES The other big mover in the consumer space is the panel technology itself. Samsung has been offering OLED (organic LED) for some time but the next generation of Quantum Dots is a competing technology that is brighter and offers a huge leap in contrast ratio. It’s already available in 4K and can be curved. I for one am really keen to see if these live up to the hype. Other great stuff that InfoComm showcased: • Transparent LED panels where the image floats on a clear window-like panel. It’s great for digital signage and point of sale displays.

• A mirror-back LED which allows a mirror image to be altered on the screen while you watch. Panasonic has a big profile of high-tech beauty products, so this one will be a big hit with the cosmetics industry. Imagine sitting in front of a mirror and being shown how a makeup product, hair style or colour will look on you? • Eyetracking and Gesture Control will hit consumer tech and then follow on into ProAV. The new range of smart devices will scroll as you read and you can interact with the display without ever touching it via gestures. I can see this hitting digital signage and consumer TVs and then presenters will be looking for it. Perhaps the slide clicker is an endangered species in the near future?

WOW THE CROWDS The marketing tag for this year’s show was ‘Wow’ and that word somehow seemed to fall from the lips of attendees over and over throughout the week. This was one slick show, with every aspect of the attendee experience considered and executed to the highest professional standard (except that blinking flickering projector!). I cannot wait to see how the industry rolls out the range of exciting products on offer. Andrew MacColl is Staging Connections’ most senior technical practitioner. With over 30 years industry experience and 18 years at Staging Connections, Andrew sets the direction for purchasing and deployment of all show technology. 

Digital Place-Based Media & Technology

Big Wrap For Stadiums MCG & Etihad parapet LED

In Action

Melbourne’s two biggest sporting venues are awash with vibrant light and colour after installing state-of-the-art Videro LED digital signage systems. The MCG and Etihad fitted out dual-level digital boundary signage in preparation for the 2015 AFL season. More than 2km of digital signage spans both grounds, with each system comprising 22 million-plus individual LEDs. This was a digital face-lift of epic proportions.

Videro LED: www.videroLED.com Corporate Initiatives: 1300 242 742 or ciasia.com.au Team Epic: (03) 9693 6300 or teamepic.com.au

Digital Place-Based Media & Technology

Marketing agency, Team Epic, and AV integrator, Corporate Initiatives (Ci), combined to deliver the Videro LED (10mm SMD) solution, which was chosen for its with its crisp imagery, lightning quick refresh rate, its ability to handle super slow motion replays and work with varying levels of brightness depending on broadcaster needs. Videro LED panels were also found to be visible and highly stable at just 1% power.

lessen the impact on players, each panel has been vigorously tested by integration firm Ci to ensure that each screen could withstand the ‘hip and shoulder’ Test. “We actually had a bit of fun during the installation of the screens, with some of the technicians putting their hand up to run at and hip and shoulder the screens,” explains Chris Gauci, CEO at Ci. But despite the heavy hits, by far the biggest impact of the screens is on the fans. “Each of the home teams over the 45 games will have full control in the lead-up to the game to make it for the fans,” asserts MCC CEO Mike Gough, with the main goal of the screens being to create a better experience for the fans using insights and data such as goal celebrations, live game statistics, momentum shift alerts, real-time data feeds and social media integration.

The Videro panels were custom built to fit on a tight turnaround. The technology was seamlessly integrated across two levels, with customised software allowing for optimal content display. Content can be programmed to the screens remotely, reducing the number of onsite personnel required. This is all handled through a custom built, intuitive user interface that can be operated in real time, allowing advertisers and clubs to engage on a deeper level with fans.

It’s most noticeable from a seat at the stadiums rather than a seat on the couch. A wide 140-degree horizontal viewing angle allows fans to see the displays from pretty much anywhere and the Videro LED is visible in sunlight. “We expected some pretty cool content, but how easily they’ve adopted the technology and are putting it to use has really blown us away. My personal favourite is the Essendon bombers flying around the stadium during a home goal,” says Chris Gauci, an Essendon tragic.

The screens have proven to be reliable, Ci has installed backup generators and servers onsite to ensure that if any serious issues occur, the screens can back up and running within seconds. Reliable and durable: the screens need to withstand exposure to the elements and heavy impact. Along with being coated with rubber coatings and guards to

Across AFL, cricket, soccer, and other major events at the MCG and Etihad, LED stadium signage allows teams and sponsors to really focus their message to the moment. It presents a key opportunity for brands to engage with fans, and the content is limited only by the collective imagination of sponsors, leagues, and fans. 

Take control of your meeting spaces with ONELAN Reserva Use your meeting spaces more efficiently with our compact digital meeting room signs, dynamically linked to your calendaring system. Integrates with Scientia Syllabus Plus, MicrosoftÂŽ Exchangeâ&#x201E;˘ and Office365 www.onelan.com

ONELAN Australasia NSW: +61 2 80156735

VIC: +61 3 91111833

Mob: +64 275 89 2007

E: oc.sales@onelan.com

Digital Place-Based Media & Technology

Station Master Central Station’s monster video wall

In Action

“I’ll meet you under the big screen at Central.” Not sure if it’s the ultimate compliment, but Sydney Trains will take it — its new video wall in the Central Station concourse is fast becoming the preferred rendezvous point for commuters.

Story: Christopher Holder

EO Design: (02) 9653 9969 or www.eodesign.net.au Show Technology (Coolux): (02) 9748 1122 or www.showtech.com.au NEC: 131 632 or www.nec.com.au Crestron: www.crestron.com.au Jands: (02) 9582 0909 or www.jands.com.au 22

Digital Place-Based Media & Technology

The new board comprises a 2 x 10 video wall of 80inch NEC Professional displays topped by a 3mm pixel-pitch LED panel that displays time of day, branding, and messaging. The photo doesn’t quite do this monolith justice, it’s an 11m x 5m monster. We caught up with Sydney Trains project manager, Simon McCully, for more: “Central station is our flagship location and this video wall is a one-off bespoke job. The new video wall replaces the old scrolling screens that were confusing and required the customer to be within 5m to see them. “Initially we were looking at a full LED board but it was prohibitively expensive and quite possibly would have dated quite quickly, the way LED is progressing and improving at the moment. “EO Design made a pitch for the installation and NEC’s P801 80-inch offering came across my table around the same time. EO Design didn’t have a lot of runs on the board but Deryck Nagy-Horty and his team did a great job — they didn’t miss a deadline. “To test drive the displays we asked Deryck to set up a couple of test displays and we invited a cross

section of commuters in to provide their feedback – the visually impaired, people in wheelchairs, the old, the young. It informed the final design and got us 95% of the way there in the final iteration.” The video is stored on a Coolux media server (custom player pro machine) in a new comms room in the bowels of Central. The video is fed the 40m to the screens via Crestron digital media transmitters with Crestron Fusion taking care of the control — providing full reporting on the system. Despite all the hi-def media and screen technology, Deryck Nagy-Horty is most proud of something far more (seemingly) prosaic: “The brackets are the crowning glory. The original client spec envisaged a slim blade-like structure, which was impossibly given the weight of the video wall. But we worked with the Jands staging and theatrical division on the steelwork bracket and the Alucabond surrounds which all sits on a heritage structure, and it really is quite beautiful. It’s a beast — but a beautiful beast. Jands also worked with us on the power regulation and conditioning.” 

THE NEXT GENERATION OF AV E CELLENCE

The evolution continues. From next-generation Pro AV tools and Unified Communication and Collaboration peripherals, Vaddio enterprise-class products and solutions elevate AV from a tool for communication into an engine for collaboration. Thanks to those of you that visited Vaddio at Integrate 2015. If you would like to find out more information or to arrange a demonstration please contact a member of the Midwich sales team. Jason Coy, ANZ Sales Manager

Please call our sales team on 1300 666 099 or visit www.midwich.com.au to arrange a technology tour.

OUR E PERTISE IS YOUR ADVANTAGE ' E&OE. Trademarks are the property of respective manufacturers. Calls may be recorded for training or demonstration purposes. Midwich Limited 2015 ÂŠ Midwich Limited, Vinces Road, Diss, Norfolk, IP22 4YT.

Full Poetry in Motion oOh! debuts Australia’s largest digital full motion billboard

In Action

oOh! Media: www.oohmedia.com.au Daktronics: (02) 9453 4600 or blair.robertson@daktronics.com

Digital Place-Based Media & Technology

Melbourne’s Bourke Street Mall, a bustling hive of commerce, is now the home to Australia’s biggest full motion, high resolution digital billboard, bringing a slice of New York’s Time Square to the culture capital. oOh!media has created the blockbuster, six-storey 236sqm screen known as ‘The Bourke’ that can showcase animated footage, movie trailers and digital ads in all their glory. Roadshow Films, Vodafone, Corona and Audi have all signed up to be the first to advertise on this premium state-of-the-art digital billboard located in Melbourne’s retail heart linking Swanston and Elizabeth streets. Noel Cook, oOh!’s Group Director is naturally delighted: “The Bourke is the centrepiece of our digital strategy. With millions of dollars spent and two years in the making, it is the pinnacle of interaction allowing creative engagement with live feeds and social media capabilities. Advertisers now have a truly unique opportunity to make an unmissable impact with almost 100,000 pedestrians on average who pass the site every single day. We’re giving brands the opportunity to showcase content that will not only add to Melbourne’s vibrant cultural fabric, but literally turn heads in a city that boasts being Australia’s shopping mecca.”

THE BIG DAKTRONICS DISPLAY Dimensions: 8.41m x 28.16m Size: 236.8sqm Display type: High Definition, full motion video

This site joins oOh!’s growing portfolio of digital billboards which also includes ‘The Emporium’ in Melbourne and oOh!’s new Signature Collection, a network of premium high-end digitised billboards being installed at famous locations in all of the country’s major capital cities. To date the Signature Collection includes premium digital billboards in Adelaide’s CBD at the Corner of Rundle Mall and King William Street, Perth’s Mitchell Freeway, Brisbane’s iconic Story Bridge and three digital billboards on Sydney’s Southern Cross Drive at Mascot and Eastlakes, with further digital billboards set to be switched on in the second half of this year. In addition to displaying full motion advertising, The Bourke will also carry local news, entertainment and weather, which will be updated live via the company’s proprietary in-house digital content management system, Argyle. ‘The Bourke’ continues oOh!’s strategy by deliberately focusing on getting the right mix of digital and static inventory, so that in three years we will be generating significant revenue from digital inventory, complimented by continued investment in new media digital capabilities. 

Tablet â&#x20AC;˘ Desktop â&#x20AC;˘ Mobile

videoandfilmmaker.com 150,000 + Likes & Rising! Digital Place-Based Media & Technology

Taking it to the Bank 150th anniversary digital makeover for HSBC building

In Action

Illumination Physics: (03) 9455 0761 or www.illuminationphysics.com Show Technology (Coolux): (02) 9748 1122 or www.showtech.com.au

The HSBC Headquarters Building in Hong Kong – Norman Foster’s remarkable machine-like structure — has had a lighting and media wall upgrade to mark the bank’s 150th anniversary. Designed by Illumination Physics out of its Hong Kong office, three powerful media walls were required for the upgrade. The two big provisos for the design was for it to invisible during the day (this is an iconic piece of architecture, after all), and for the media wall content to be legible from both a ‘close’ distance of 100 metres and from the opposite side of Victoria Harbour 2-3 kilometres away. The system integrates into the glass facades between the refuge floors. The height of the glazed zones varies between five to seven floors. Three zones were chosen, producing three large media walls which range from 880sqm to 1100sqm. Illumination Physics developed a custom version of its ‘X-Wall’ Media Strip, which was designed to be applied to the inside of a glass facade. The product is only 16mm wide and 11mm deep and when installed at 200mm centres, the transparency from within the building remained at 95% and yet from the outside it is all but invisible. The horizontal and vertical pitch were optimised to achieve desired results from both viewing distances. At a 100-150m vantage point the resolution is optimised to suit the panel sizes of the glass wall. The most popular views of the bank are farther away where the resolution is barely detectable. From across the harbour the display reads as if it were solid;

Digital Place-Based Media & Technology

such is the effect of pixel halation with distance. The three media walls can be used as one or as three separate but synchronised images from Coolux Pandoras Box media servers. Importantly, the façade lighting which surrounds the screens has also been synchronised with the video content and it was this mix of the two mediums that provided the challenge.

CONTENT KING Content would be the key. The exoskeleton is comprised of a series of horizontal and vertical lines, braced with diagonal trusses at six levels on the building. This creates triangles and when illuminated at night the three-sided forms are even more prominent. They are the signature of the building. The media walls are able to connect to the exoskeleton which is vital for when video messages and programs are not running. During these times, the media walls act as lighting devices, enlarging the effect of the architectural lighting and the form of the building by producing a media metaphor for it. Special content was produced which created an echo of the façade lighting effects. Triangular animations and kaleidoscopic patterns provide a synergy with the lighting as the lighting ‘reacts’ to the content on the media walls. Conveniently, triangles comprise the HSBC logo so there is useful branding in these integrated combinations. The logo theme has become enlarged and reflected by the way the entire building is illuminated at night.

SMARTPHONE CONTENT The last design initiative to complete the new displays was a device not physically attached to the building at all. The Illumination Physics control equipment sends a feed to a new smartphone application enabling views of the content being displayed in the palm of your hand wherever you are. Many tens of thousands of people view the HSBC building from Kowloon every night. With the HSBC App, you can combine a spectacular view of the displays across the harbour whilst simultaneously being able to see the finer detail of the more complex video displays in real time on their phone. The last task was to restore the nightly display for the Hong Kong Tourism Commission’s Guinness book of world records city-wide light and sound show. HSBC has been one of the strongest performers since 2003, faultlessly participating in ‘A Symphony of Lights’ every night, 365 days a year. There are now 47 participating buildings and it became illumination Physics’ ambition to use all of the new façade lighting and media wall capabilities to take HSBC’s contribution to a new level. Lighting and, for the first time, media content have been combined to create a greater spectacle by displaying more meaningful images which relate to Hong Kong itself. This combination has further enhanced what is already a remarkable skyline. 

Digital Place-Based Media & Technology

UNI COMMS WITH ONELAN

TV REMOTE

The University of Greenwich has three campuses in SouthEast London and North Kent. The University wanted a way of presenting visual information to staff and visitors across all three campuses, and to give staff and students a better idea of what goes on at other campuses — to improve the feeling of community. Historically, communications for staff and students have taken the form of traditional printed posters and leaflets. The Service Development & Communications team realised that digital signage would fulfil the University’s requirements for better communications, and having selected ONELAN, are testing the system and gradually rolling it out across the University. The University has the ONELAN Content Management System (CMS) and a ONELAN 4K player driving a 3 x 2 video wall in the main reception at Greenwich. Different zones display bus and train travel information, students’ work and event-specific information. An RSS feed at the bottom shows BBC news. There are two other screens within the building showing department-specific information, and that will be able to show data extracted from the University’s website in the future.

Working in the mining industry in Australia is one of the toughest and most extreme careers in the world, the work is tough, temperatures high and staff are often isolated from the outside world for long periods of time. Ensuring they are properly looked after is something that Chinova Resources has gone to great lengths for; both during working hours and rest. One important ‘home comfort’ is a proper TV service: “We have a very remote camp at one of our mines and needed a solution that was very ‘hands-off’ and required limited support as, should something go wrong, it would be very difficult to get somebody physically on site in a timely manner,” comments Jon O’Brien, IT Manager at Chinova Resources. Jon researched the IPTV industry and came across Tripleplay, a solution already deployed in a number of mines and the stand out solution that Chinova considered. Chinova selected TripleTV IPTV delivered via the TripleChoice Interactive TV Portal, giving them the opportunity to brand the television service with their own logos and photography and provide information services to staff through special pages in the TV system. The Tripleplay solution delivers fourteen channels to staff including ABC1, Channel 9, Fox Sports 1, 2 and 3, Premiere Blockbuster, Action and Sky News, and provides each member of staff with the ability to record and store TV shows; meaning they never need to miss their favourite shows even when working unsociable shifts.

ONELAN: (02) 8015 6735 or oc.sales@onelan.com

Tripleplay: (02) 9929 3849 or www.tripleplay-services.com

Digital interactions influenced 40% of in-store retail visits in Australia in 2014 SOLID-STATE PERFORMANCE: AV Stumpfl has released a solidstate FHD Player. The compact and rugged FHD Player can be synchronised via Ethernet, externally controlled from any location and can even trigger media based on GPS input coordinates. Already deployed in a number of real-time graphicsintensive applications such as corporate AV, museums, themed and visitor attractions and digital signage, the FHD Player can be synchronised using a dedicated computer protocol eliminating redundancy.

NEWS:

ITI Image Group: (02) 9477 5709 or www.iti-imagegroup.com.au 28

Digital Place-Based Media & Technology

FAST 4K: Calibre leverages HQUltra, the ‘world’s fastest single-channel 4K presentation switching performance’ technology in the new HQView770 scalerswitcher. The device employs virtual-ASIC video processing technology that provides three functions in one product. In Projection Mode, HQUltraWarp offers real-time adjustable 4K warp & blend for fast easy screen calibration. In LED mode HQUltra provides powerful LED-optimised 4K scaling with a pixel-accurate algorithm that preserves image detail even with significant downscale, a key requirement for driving LED videowalls with good quality images. In Presentation mode HQUltraFast gives the user

fast switching speeds, changing visually instantly between input channels in 0.25 seconds. The 11 video inputs and four identical video outputs include 4K HDMI with 4K50 & 4K60 4:2:0 support, HDBaseT and 3G HD-SDI. The product is also marketed as the Kramer VP-798. Midwich: 1300 666 099 or www.midwich.com.au PAINTING CANVUS: MultiTaction has announced the launch of MT Canvus, a new application developed to help organisations visualise big data sources, improve collaboration, socialise ideas and educate employees and clients. Supported by MultiTaction’s iWall,

EYEVIS SPORTS WALL

TABLET BREAKS MOULD

OTE TV is a big deal in the Greek sports broadcasting biz. Since February 2015, Sport TV shows have been broadcasting from new studios of international standards. The new facilities come with state-of-the-art equipment, as well as the potential to produce programs directly in high definition. Eyevis Greek partner Bon Studio was invited to present a concept for video walls, which comply with different prerequisites and would be part of the new scene. The prerequisites were that the monitors present perfect high quality and high resolution pictures and have also antireflective surface in order to prevent any shining on the screen when the lights in the studios would be switched on. Additionally, the bezel from screen to screen should be minimised. Bon Studio suggested the use of Eyevis LCD monitors, with their excellent display characteristics, best brightness and contrast values. All the TV studio video walls reproduce video and graphics via a central server video unit.

Pitched as a consumer tablet with Netflix integration, the Yoga Tab 3 is usre to have digital signage application. The Lenovo Yoga Tab 3 Pro boasts a built-in 70-inch projector, four front-facing JBL speakers, and for the first time, a virtualised Dolby Atmos experience over built-in speakers that creates a sensation of sound moving in 3D around the listener. Additionally, the Yoga Tab 3 8-inch and 10-inch models tout a new rotating camera with nifty gesture control, perfect for taking photos and videos at nearly any angle. With one of the largest battery capacities around, users can binge watch their favourite shows and stay connected via LTE support. The tablet flaunts a better optimised projector placement and is now 180-degree rotatable to beam life-sized images onto a wall or ceiling and project significantly brighter and cinematic pictures up to 70-inch wide. At 299 pixels per inch, the onboard 10.1-inch QHD (2560x1600) screen is considerably sharper, and renders richer colours with its Smart Display technology.

ITI Image Group: (02) 9477 5709 or www.iti-imagegroup.com.au

Lenovo: www.lenovo.com

— Navigating The New Digital Divide, Digital Influence In Australian Retail, Deloitte MT Canvus enables companies to embrace smart devices by sharing content onto the interactive walls and bringing project timelines and team creativity to life.

bright, seamless, high resolution picture quality that can be viewed from any angle throughout the display horizon without colour shift or image distortion.

MultiTaction: +65 6513 9980 or sales-asia@multitaction.com

Digital Place Solutions (NanoLumens): 0412 339 489 or digitalplacesolutions.com

1.8MM PIXEL PITCH: NanoLumens has lowered the bar once again, with the debut of its next generation NanoSlim Engage 1.8mm display solution. The 1.8mm pixel pitch version of NanoSlim Engage delivers impeccable clarity and brilliance with the tightest pixel pitch available on the market today. NanoLumens displays are extremely slim, ultra-lightweight, energy efficient, and feature a

SHORTPRESS FIRES UP CAFE NETWORK: The ‘world’s first’ integrated online and digital Out Of Home content platform dedicated to supporting Australia’s two million small businesses has been launched by oOh!media as part of its online and offline product strategy. Shortpress publishes small business information and

insights to a mobile-first website in addition to the oOh!’s Café network of digital screens in 375 high traffic cafés in major capital cities. The research shows around 59% of the café audience own, manage or work in a small business, 90% find the café screen content a welcome distraction, most patrons were time poor and drowning in information, and for many the café had become a key part of their working life. oOh!media: ShortPress.com.au SPEEDY SIGNAGE: Scala announces the availability of Scala Enterprise Release 11, featuring powerful enhancements in speed and performance, focusing on the digital signage core product

Scala Enterprise Content Manager. Scala users can now tailor and refine messaging faster, optimising interactive and engaging audience experiences with dynamically displayed content. The speed benefits are compelling: “Initial testing has shown upward of 3-4 times the gain in speed and performance compared to what we saw with sample customer databases using Release 10,” noted Peter Cherna, Chief Product Officer. “This allows for quicker analysis and decision making, which ultimately leads to messaging refinement and targeting.” Techmedia: (02) 9256 7880 or www.techmedia.com.au Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

3M AUSTRALIA 136 136 www.3M.com/touch

AERIS SOLUTIONS - JUST DIGITAL SIGNAGE (03) 9544 6902 www.justdigitalsignage.com.au

ADVANTECH AUSTRALIA (03) 9797 0100 www.advantech.com

AMBER TECHNOLOGY (02) 9452 8600 www.ambertech.com.au

AMX Australia (07) 5531 3103 5 Commercial Drive Southport, Qld 4215 sales@amxaustralia.com.au www.amxaustralia.com.au AMX is synonymous with networking and control systems. Not surprisingly AMX has entered the digital signage industry in its own right (after all, AMX supply a huge amount of gear for everyone else’s DOOH) and have on offer two products. Inspired Xpress is for smaller or simpler installations with a ‘tiny’ media player called the Is-Xpress-1000. The integrated software is comprehensive, yet straightforward and intuitive enough to cater to clients to get their screens up and running quickly with a minimum of servicing the message afterwards. Inspired Xpert is — as you might guess — a more serious DOOH product with better options like HD broadcasting that, among many other extras, takes advantage of those system command and control devices that AMX has in other corners of the warehouse to provide fully-blown large networks. Plus with Inspired XPert customers have access to custom content development and content management services from AMX.

BENQ AUSTRALIA (02) 8988 6503 www.benq.com.au BLUFI (02) 9792 4188 www.blufi.com.au

Command is a specialist digital signage and wayfinding supplier, installer and technology partner. Command is the distributor of the successful Navori digital signage software, a multi-user, multi-site management and screen display software, now including the low cost Android hardware player. Navori is a technically advanced solution suitable for all types of installations from Small Business to Enterprise as either a self-hosted or SAAS system. As a technical partner, Command can provide full supply, project management and installation for the deployment of digital signage systems for corporate, government, hospital, education, small business, retail, stadium and specialist requirements. Command’s product range includes Wayfinding, GlassVu projection films, RoomManager software, kiosks, video extenders, LED displays, media players and a range of mini computers. With 11 years specialising in digital signage, Command’s experience is guaranteed to leave their customers satisfied and productive. In summary, Command is your one stop shop for digital signage solutions and interactive displays.

COMMUNITECH (07) 3205 6188 www.communitech.com.au

CORPORATE INITIATIVES (03) 8878 9000 ciasia.com.au

CORSAIR SOLUTIONS www.corsairsolutions.com.au

Digital Place-Based Media & Technology

Digital Place Solutions International Pty Limited Elanora Heights, NSW 2101 hello@digitalplacesolutions.com www.digitalplacesolutions.com Digital Place Solutions offers - Consulting, Sourcing and Supply services, all with a commercial imperative in mind; • Digital Strategy & Tactics - Develop/Evaluate/Execute; • Digital Concept Development including Hardware, Content and Software considerations; and • Technology Sourcing as well as Project Management through to Installation Digital Place Solutions assists proactive clients gain a commercial edge through achieving their digital display and consumer engagement ambitions, always with a clear point of difference and a business outlook in mind.

Daktronics Australia Pty Ltd LED display manufacturer Suite 108, Ground Floor, 18 Rodborough Rd Frenchs Forest, NSW 2087 (02) 9453 4600 Blair.robertson@daktronics.com www.daktronics.com Since 1968, Daktronics has been reinventing the way you display. We are the world’s industry leader in designing and manufacturing electronic scoreboards, programmable display systems and large screen video displays. It’s our passion to continuously provide the highest quality standard display products as well as custom-designed and integrated systems.

CISCO SYSTEMS (02) 8446 5000 www.cisco.com/go/dms

COMMAND DIGITAL SIGNAGE Unit 2, 30 Park Road Mulgrave, NSW, 2756 Level 2, 22 Township Drive Burleigh Heads, QLD, 4213 1300 780 204 sales@commandaustralia.com.au www.commandaustralia.com.au

to harness the power of what was still back then a developing media. The strategy resulted in DAT Media creating a complete digital media network for BIG W that now includes in-store radio, digital signage, register Point Of Sale (POS) and a customer queuing solution that reduces the frustration of being caught in a long — or even wrong — queue. DAT Media expanded rapidly as they claimed some serious scalps for clients — among them Coles, Target and ABC Shops. DAT Media offer a comprehensive Content Management System and can assist new clients in broadcasting material across existing networks such as those mentioned above or will help you create a complete digital signage network from the ground up. They also have a Creative Services department that can take the hassle out of putting everything together.

Drawing from deep experience our four service pools offer diverse capability - Place Based Environments; Technology Insight; Advisory and Implementation; Education and Training. Digital Place Solutions represents NanoLumens Inc. in Australia and New Zealand. NanoLumens creates innovative new generation LED displays in any desired size, shape, or curvature, backed by the industry’s only Six-Year, Zero Failure Tolerance Parts Warranty. Digital Place Solutions also represents Panasonic LED display products in collaboration with the Panasonic Australia Business Systems group. Panasonic have supplied LED displays to the Australian market for over 20 years including some of Australia’s most Iconic sports score boards. Founders Stephen Rubie +61 412 333 710 Gerry Thorley +61 412 339 489

DYNAMIC VISUAL SOLUTIONS (02) 9431 6070 www.dynamicvisualsystems.com.au DAT MEDIA (07) 5575 7798 Ground Floor, 183 Varsity Parade Varsity Lakes Qld 4227 sales@datmedia.com.au www.datmedia.com.au DAT Media was established in 2003 to manage BIG W’s national in-store radio network. With over 15 years experience within the in-store media industry, Managing Director Andrew Becker was quick to notice the emergence of digital signage advertising within the retail sector. He began focusing on creating a visual media solution for current and future clients

ENGAGIS 144-148 Pacific Highway North Sydney, NSW 2060 1300 203 810 www.engagis.com Engagis creates connections for over 30 blue chip clients across ten industries, including retail, hospitality,

telco, finance, auto and real estate. Specialising in digital touch points along the pathway to purchase, including digital signage, self-order kiosks, mobile apps, mobile loyalty and enterprise solutions, Engagis manages over 19,000 connected devices in more than 4,000 locations. Engagis is the in-store digital media provider for the likes of Telstra, Bupa, Target, Flight Centre, Noodle Box and Country Road, to name a few.

Our core product categories include display, projection, brackets & screens, connectivity solutions, videowall processing, digital signage players and IP TV solutions.

INNOVATEQ (03) 9465 5055 www.innovateq.com.au

JEA Technologies Pty Ltd (03) 9757 5060 44-48 Rocco Drive Scoresby, VIC 3179 sales@jeatech.com.au www.jeatech.com.au

INSTOREVISION 0412 960182 www.instorevision.com.au/digital-signage/ FINGERMARK DIGITAL TECHNOLOGIES 15 Halsey Street, Freemans Bay Auckland, New Zealand +64 (09) 358 4047 sales@fingermark.co.nz www.fingermark.co.nz A specialist provider of indoor and outdoor digital signage and kiosk solutions, Fingermark proudly offers its customers a complete turnkey solution, providing specialist advice, all hardware and software, content creation and distribution and nationwide service and support across Australasia. Adding to this, we have full software capability in-house which delivers a seamless approach. We design and develop our own customised solutions and have built a reputation for being leading edge thinkers, understanding the complexities around implementing digital technologies within challenging environments, especially in the outdoor market. Our service orientated model allows us to tailor our solutions to more accurately meet the specific needs of our customers. Enquire today. Innovate tomorrow.

FUJITSU DIGITAL MEDIA SOLUTIONS (03) 9924 3468 www.fujitsu.com.au HERMA TECHNOLOGIES (03) 9480 6233 www.herma.com.au

INTEL (02) 9937 5800 www.intel.com

interactive controls

pty ltd

INTERACTIVE CONTROLS (02) 9436 3022 www.interactivecontrols.com.au Interactive Controls (IC) offers a variety of services to customers from consultation to sales, hire and installation of display and control system equipment and software. They also design and develop media and hardware control systems for specific events, installations, film and commercial shoots, exhibitions, museums... okay, you get the picture. Medialon and Dataton hardware and software products get the nod from Interactive Controls and for digital signage in particular IC offers the Medialon show and media control software and embedded controllers along with Dataton Watchout and Medialon MIP HD Interactive Media Player. There is also the Medialon Scheduler application, which allows control of multiple venues and screens from a central server. Given Interactive Controls’ wide experience in installing innovative display systems it can help you choose the best way to deliver your vision and with Medialon’s strong history in show control systems, IC will no doubt have a neat trick or two to suggestfor impressing your audience.

HEWSHOTT INTERNATIONAL (08) 6230 2780 www.hewshott.com INTERACTIVITY 1300 797 199 Level 1, 1268 - 1270 High Street Armadale, VIC, 3143 sales@interactivity.com.au www.interactivity.com.au

MIDWICH AUSTRALIA PTY LTD 1300 666 099 Lot 4, Parklands Estate, 23 South Street, Rydalmere, NSW 2116 Sales@midwich.com.au www.midwich.com.au Midwich Australia PTY Ltd and Midwich Limited is a leading trade-only distributor of technology solutions with more than thirty five years of experience in the AV channel. Distributing audio-visual solutions, Midwich is adept at developing sound commercial propositions and prides itself on being first to market with value added opportunities for its reseller partners.

In 2004 Interactivity was set up as a result of a partnership between F1 Software to develop the Interactivity foil which enables any window to become fully interactive ‘through the glass’ by allowing anyone, using their finger, to interact with a rear projected image or screen behind the glass. Interactivity is now embedded in this emerging popular industry of Interactive and Digital Signage and associated products. Its products and services are known for reliability, functionality and most importantly our ability to future proof the technology we deliver.

JEA Technologies has partnered with leading manufacturers of electronic peripherals and display products from around the globe and supplies these products to customers in Australia and New Zealand. Our customers can rely on JEA to work with them to carefully select and supply the most appropriate products for their needs, ensuring that these products meet our customer’s technical and commercial requirements, and to support these products over their life span. JEA’s Display products include Very High Brightness LCD’s, in sizes up to 72in and 5000cd/m² ( nits), Stretched LCD’s, MultiTouch Tables and Multi-Touch application software, Touch screen sensors and touch screen monitors, with particular emphasis on Projected Capacitive Touch technologies, Panel PC’s, Digital Signage PC’s and Industrial Grade Wireless modems. JEA customers are mainly systems integrators and resellers. JEA supplies these customers with high levels of technical support, pre-and post-sales, as well as warranty and non-warranty support and service from our Melbourne offices and workshop. JEA also stocks in depth allowing customers to source products at short notice.

LG AUSTRALIA (02) 8805 4000 2 Wonderland Drive, Eastern Creek, NSW 2766 DigitalSignage@LG.com.au www.DigitalSignage.LG.com.au The LG Digital Signage division is committed to offering comprehensive and indispensable technology solutions with the latest digital products and features tailored to the particular requirements of commercial environments. LG provides access to some of the most advanced and flexible digital products and accessories in the market. Each commercial product functions as an integral component within our business solution offerings and is fully supported by our dedicated team of sales managers, application engineers and customer support staff giving us the capacity to support your business in Hospitality, Healthcare, SMB or Vertical Markets.

Midwich is renowned throughout the industry for its professional distribution of complete solutions from many of the world’s leading electronics manufacturers. Digital Place-Based Media & Technology

WHO’S WHO:

YOUR GO-TO GUIDE FOR DIGITAL SIGNAGE

MADISON TECHNOLOGIES SPECIALIST AV DIVISION 1800 00 77 80 Australia wide avexperts@madisontech.com.au www.madisonthech.com.au Madison is a manufacturer and distributor of technology infrastructure and hardware across cabling, networking, wireless, audio visual, and test and measurement disciplines. Australian owned and operated for over 20 years, Madison has been keeping Australian homes and business well connected. Which is appropriate, because our brand promise is Well Connected™. The principle behind our brand promise is that by working with Madison, either as a valued supplier or customer, you are well connected. It’s how we connect to our market, and it’s how we help you connect to your world. Madison Technologies’ Broadcast and Audio Visual solutions include AV Cable and Cabling Assemblies, Connectors and Adaptors, Digital Signage, Microphone Systems, Switching and Conversion, USB Extension, Video and Audio Distribution. Did you know? Madison is the largest Australian Distributor of Belden Audio Visual products, with stock held in four warehouses across the country, and dedicated specialist staff in each state.

MDS PACIFIC (02) 9888 7715 www.mdspacific.com

MOOD MEDIA AUSTRALIA 1800 808 368 www.moodmedia.com.au

NEC AUSTRALIA 131 632 www.nec.com.au

OAMM 02 9939 3264 www.oamm.com.au ONELAN: (02) 8015 6735 or oc.sales@onelan.com

SAMSUNG 1300 362603 8 Parkview Drive Homebush, NSW 2127 sales@samsung.com www.samsung.com Samsung’s digital signage is centred on its Large Format Display (LFD) range, a screen with chameleon characteristics in its role as the basis for all Samsung’s DOOH products. There is a straightforward model that can be used either stand-alone in portrait or landscape mode or as a part of a limited multi-screen display. A slightly different UD model can be linked with up to 250 units for a wall of vision. There is a Touchscreen version including an outdoor type with features to withstand the elements and a specialised uVending model for installing in the front of vending machines. MagicInfo is Samsung’s proprietary software for content control and creations. Samsung’s PROM system is already taking DOOH solutions along the fast-developing path of providing audience statistics to tailor the signage content. A wide dynamic range (WDR) camera embedded discreetly somewhere in the installation captures and recognises faces to determine who is actually watching the screen. PROM can either just collate the information for market analysis or actively change the display according to who is viewing it. It’s both clever and almost scary ‘big brother’ stuff. We’re assured these systems are completely anonymous. Still, maybe keep one hand on your wallet.

SCREENCORP 1300 65 90 93 www.screencorp.com.au

SEIFERT SYSTEMS (03) 9801 1906 www.seifertsystems.com.au THE SCREENMEDIA GROUP (02) 8090 6565 www.thescreenmediagroup.com

OOH@MEDIA www.oohmedia.com.au

SHARP AUSTRALIA 1300 13 55 30 www.sharp.net.au

PANASONIC AUSTRALIA (02) 9491 7400 www.panasonic.com.au

SONY AUSTRALIA 1800 017 669 www.sony.com.au

PRODUCTION AUDIO VIDEO TECHNOLOGY (03) 9264 8000 www.pavt.com.au

STREAMING MEDIA (02) 9460 0877 www.streamingmedia.net.au

QUINTO COMMUNICATIONS (02) 9894 4244 www.quinto.com.au

RUTLEDGE AV www.rutledge.com.au (03) 9488 1534

Digital Place-Based Media & Technology

STREAMVISION PTY LTD 1300 300 407 www.streamvision.com.au SUMO VISUAL GROUP (03) 8290 0500 sales@sumovisualgroup.com.au www.sumovisualgroup.com.au

TECHMEDIA DIGITAL SYSTEMS (SCALA) (02) 9526 7880 Unit 7 / 65 Captain Cook Drive Taren Point NSW 2229 info@techmedia.com.au www.techmedia.com.au TechMedia is one of Australia’s premier digital visual communications companies. TechMedia’s expertise is centered around the digital platforms, content and services driving the growth in Connected Signage and DOOH. With over 17 years of experience with Scalabased network deployment and management as well as customised hardware and data integration development, there is an abundance of local knowledge to tap into. Scala boasts an impressive list of clientele and is responsible for over 200,000 screens worldwide. Scala’s experience shows in its product; the comprehensive content creation and distribution software goes one step further with Scala Ad Manager, an accounting add-on that handles the financial side of your DOOH business such as generating invoices. In the hardware department, Scala has its own Scala Player for linking with the Content Manager software. From there Techmedia will source display screens and networks best suited to the job.

TECHTEL (02) 9906 1488 www.techtel.tv TELSTRA 1300 835 782 www.telstraenterprise.com

TOSHIBA (02) 9887 6000 www.mytoshiba.com.au

TRIPLE PLAY (02) 9929 3849 www.tripleplay-services.com

URBAN INTELLIGENCE (03) 9514 6000 www.urbanintel.com.au

INTRODUCING VIDEROLED www.videroLED.com VideroLED brings together the world’s most efficient LED manufacturers, Europe’s most advanced control and content management engineers and Australia’s most innovative AV integration company. It’s a combination that delivers you a properly specified and finished project every time, inclusive of design and specification, procurement, installation and maintenance support. Overall it’s a value proposition so compelling that prior to its official launch VideroLED won major contracts at Emporium, the MCG and Etihad as well as for QIC shopping centres throughout Australia. Such customers readily understand an LED screen is on display for its lifetime, not just the day of install. They are also delighted to substantially save on costs. Because

thanks to its manufacturing strength, VideroLED is able to offer exceptional quality across a range of price points up to and including Nichia componentry, and is able to do so at a remarkably competitive price.

VISION2WATCH 1300 369 294 www.vision2watch.com.au As part of Vision2Watch global, Vision2Watch Australia is locally owned and operated. We deliver a range of out-of-home (OOH) Interactive and Digital Solutions to transform ordinary spaces and surfaces into touch and motion-activated displays. We’re also excited to be involved with Augmented Reality (AR) technology - specialising in the development of customised AR applications to help our clients achieve a cutting-edge promotional campaign.

Get Your Own Do you work in the digital signage sector and would you like to secure your own copy of DigitalSignage? It’s easy, log onto our website and register. It’s free.

VISUAL TECHNOLOGIES (03) 8692 6644 www.visualtechnologies.com.au

WILSON & GILKES (02) 9914 0900 www.gilkon.com.au

Should your business be included in our Who’s Who section? Listing is free. Contact Chris Holder at: chris@dsmag.com.au

www.digitalsignage.press

Comment:

Bypassing The Brain’s Mute Button

Story: Mug Punter

’ve been seeing an annoying trend towards obscure advertising. Crafty sods, those advertising folks. Just when you’ve figured out all the mute buttons, the ‘skip’ options and how to block those pesky commercials, they come up with something new that makes you look and listen — and be sneakily advertised at. Bastards.

I’m talking about those weird TV advertisements that seem to have absolutely nothing to do with anything — or maybe it starts with some kind of deep, mystical theme that gets your attention and has you thinking, “What the hell is this? A new Lord of the Rings movie? A Star Wars trailer? Maybe Bear Grylls is about to finally get swallowed by... well, a bear (probably)?” Then bammo, you get hit with another bloody car commercial. It was all about a new car. You’ve been tricked. Nobody gets eaten. Disappointing. YOU BEAUT BIG MUTE

Mind you, you can hardly blame the advertising executives for using such filthy, underhand tactics considering the great lengths many of us will go to avoid commercials. I’m really annoyed that the most important button on our TV remote is also the smallest — the mute button. And the poor little bugger has been pressed to death and doesn’t always work. In fact, I’m thinking of inventing the Big Mute button. It’ll be like those huge knobs you see contestants using in TV game shows. Maybe the whole family can compete to see who mutes the telly first? Win a free beer or something? Not the kids, of course. They can win the privilege of going to the fridge for someone else’s beer. The Big Mute button’s going to make me a fortune. But in the meantime...

The digital signage equivalent of a mute button must be tunnel vision. As you walk down any footpath or a shopping mall you’re surrounded by a million screens filled with moving images, animated text and wondrous visions — the graphic equal of someone shouting in your face for all your attention. It’s a marvel we can ever make it further than a few metres without stopping and looking. The reason we keep moving is we are already developing a kind of immunity to this barrage of pictures and information. Not so long ago we’d have been gobsmacked by some of the CGI imagery being used now in digital signage to sell anything from sausages to stock market shares. 34

Digital Place-Based Media & Technology

Not anymore. It’s all a bit ho-hum lately. “Oh look, a talking sausage...” Yeah, whatever with the sausage. That built-in mute button inside our visual cortex has been pressed.

Which means content designers for digital signage have to get sneaky, too; figure out ways to trick us into looking, then delivering a knock-out blow of product placement and pricing before we’re really aware what’s going on.

They can resort to the ever-reliable, standard eye-candy of naked girls and buff, shirtless blokes before switching without warning to the real commercial shots — and few people seem to mind that sort of thing, so it’s not as if the soft pornography has to be in any way appropriate to the genuine product. However, the advertising industry does have certain ethical standards it must meet (yes, I know... who’d have guessed?) and someone’s bound to complain. Don’t panic, the next option is obvious, since a certain television network also believes it’s worth a prime-time viewing slot. And it’s not even obscure. YouTube video clips of cats. Cats doing stuff that their owners consider so incredibly funny it’s worth filming and posting on the internet for the whole world to enjoy. If you like cats, that is. LOL CATS STRATEGY

Okay, it may sound crazy, but there’s plenty of evidence to suggest that digital signage contractors should be prefacing most of their content with some sort of YouTube video of a cute cat being seriously, albeit inadvertently, mistreated by its owners. People love this kind of thing. It’s even prime-time viewing, for goodness sake. Your audience will stop in their footpath tracks, glued to the screens, perfect targets for a spot of sneaky advertising — a quick cross-fade from the fatal, furry fun to high resolution, 3D product placement. Not convinced? If you don’t like cats I’ve got an even better idea. Hard to accept, I know, but it’s a beauty. Firstly, you have to ask yourself, among all those digital signage screens that are clamouring for your undivided attention, which display is the one always most likely to catch your eye every time? DEAD TIME STRATEGY

The blank one. The dead one — or smarter yet, the screen that has that little ping-pong bouncing text that says, “No Signal Detected”. Because without doubt, in our modern world of endless connectivity and interaction, everyone notices the screen

that isn’t working. The sad failure of lifeless LEDs. Then: OMG! The ‘broken’ display can have an embedded camera with Finger Recognition software (which must be cheaper and easier than Facial Recognition, surely) and as soon as somebody points at the digital sign and says, “Look, that one’s buggered” the screen can burst into life with some mind-blowing advertising. It might even suggest that the finger-pointing fixed the problem, which adds that important audienceinteraction component.

Sheer genius, I know. Forget naked people, forget cats getting crushed on sofas by overweight owners, forget even Bear Grylls getting eaten by a bear. The best way to get your audience’s attention is with a blank screen. Broken technology. It’ll work every time.

Mug Punter isn’t available for digital signage consulting services. 

Cloud-Based

Digital Signage Solutions WebSuite

A Web-based Digital Signage Content Management Platform*

Enterprise Class Features Server Publishing Content Playlists User Permission Levels Multiple User Access Database Integration Support (EZ-Steam Add-on)

Call Today to Learn More

Contact PAVT sales@productionaudio.com.au 03 9264 8000

*Available in a cloud-based SaaS or on-premise server configuration Digital Place-Based Media & Technology

THE NEXT GENERATION OF AV E CELLENCE

Taking IP Video Beyond the LAN Harness the power of video to inform, educate and motivate your organization – anywhere, on any device. As a natural enhancement to an IPTV installation, Exterity ‘Beyond the LAN’ solutions extend the reach of video distribution. Deliver high quality content optimized for a range of mobile devices via multiple networks including WAN, Wi-Fi and the Internet. Please contact your sales representative to arrange a beyond the LAN technology tour…. Joshua Brown, NSW/ACT Sales Representative

Please call our sales team on 1300 666 099 or visit www.midwich.com.au to arrange a technology tour.

OUR E PERTISE IS YOUR ADVANTAGE ' E&OE. Trademarks are the property of respective manufacturers. Calls may be recorded for training or demonstration purposes. Midwich Limited 2015 © Midwich Limited, Vinces Road, Diss, Norfolk, IP22 4YT.